Notes from the Field
Spring clean the feed
Social media users are moving away from public feeds and engaging more within tight-knit community spaces. Here's what the data tells us and how brands can follow the shift.
Don’t Bid Your Way Out of Rising CPA. Build Your Way Out.
Rising acquisition costs are rarely a media problem. This article covers where CPA pressure actually comes from and how to address it at the source.
YouTube NewFronts 2026: Rethinking Influencer Marketing in the Age of Creator Commerce
YouTube now operates as two distinct formats with different audiences doing different jobs. This article covers what that means for how advertisers plan, buy, and measure creator content.
Meta Has Changed How It Counts Conversion
Meta just updated its attribution model, separating link clicks from other engagements for the first time. This article covers what the update means for reporting, creative strategy, and how to frame the numbers for leadership.
Why Less Is More: The Social Strategy Winning in 2026
89% of marketing leaders are rethinking content volume. Here's what the data shows about content fatigue, emotional utility, and why doing less is the competitive edge your brand needs right now.
Audiences wander. Are you worth following?
Here's how we've been thinking about TikTok's Next 2026 Trend Report, and what it means for how brands should brief, build, and scale creator content.
LinkedIn just rewrote its pitch to B2B marketers
Most B2B marketers are still treating LinkedIn like a lead gen channel, and LinkedIn's NewFront this week laid out exactly what to do instead.
Is the hashtag dead?
As platforms shift from hashtag-based discovery to social SEO, we unpack what changed, why it matters for your brand, and how to update your strategy to stay visible.
How to own Reddit organically
Reddit is now one of the most cited sources in AI search, but most brands have yet to figure out how to show up there. This guide covers everything you need to build an organic presence that works.
Keeping Search Local Across Large, Multi-location Portfolios
Running Search across a large, multi-location portfolio raises a question most strategies don't answer: how do you stay genuinely local when everything about scale pushes you toward the generic?
If you think AI is a productivity tool, you’re missing the point.
As AI reshapes how businesses operate, the leaders who get it right won't be the ones who drove the most adoption — they'll be the ones who asked the right questions early enough to act.
The Authenticity Gap
As audiences get better at tuning out paid placements, we unpack why authentic storytelling converts and where brands should really be looking to win.
